Jasmine

Client: Fritz Fryer Lighting
Objective: Increase blog visibility and search traffic
Role: SEO Strategist & UX Optimiser
Tools: Google Search Console, SEMrush, Rank Math, WordPress, Canva

The Challenge

Fritz Fryer, a luxury British lighting brand, had a rich educational blog post- “How to Light a Space with a Skylight or Roof Lantern”, that wasn’t performing on search.

No ranking keywords
No structured headers
Weak meta description
No internal linking
Visually cluttered layout
No alt text on images

Despite the brand’s authority, the blog wasn’t driving any organic traffic.

My Role

I worked as the Content SEO Strategist and Copy Editor to improve the blog’s organic performance. I was responsible for:

Keyword research to identify high-intent search terms
Rewriting metadata and headers
Adding internal links to products and service pages
Writing image alt text and renaming files
Reformatting the blog for clarity and engagement
Enhancing UX with white space, videos, and subheadings
Collaborating with the wider team to ensure brand voice and accuracy

Content & UX Strategy Overview

To ensure this educational blog performed well for both users and search engines, I applied a strategic layout and UX-driven structure:

Above-the-Fold Strategy:

Included a clear, benefit-led title and H1: “How to Light a Space with a Skylight or Roof Lantern”
Positioned a hero image and supporting visual that matched the search intent
Placed key phrases and a brief summary to hook the reader quickly

Content Flow & Internal Linking:

Grouped content into themed sections with scannable headers (e.g. “Layered Lighting is Key”, “Cost to Install”, “Who Installs the Lighting?”)
Used anchor-linked jump menus for easy navigation
Internally linked to product pages, lighting collections, and relevant services to guide users into the funnel

UX & Readability Focus:

Broke up content using bullets, short paragraphs, and section dividers
Included supportive visuals throughout to maintain interest
Added FAQs and cost breakdowns to reduce bounce rate and improve dwell time

SEO-UX Balance:

Chose keyword clusters that matched both commercial and informational intent
Optimised images for load speed and accessibility (alt text, file names)
Prioritised readability + mobile responsiveness

Problems Identified:

No clear target keyword or search-optimised metadata
Headers lacked clarity and didn’t match common search queries
Blog wasn’t ranking for its intended topic
Images were not optimised for SEO (missing alt tags)
No clear hierarchy or flow; poor visual structure

SEO & UX Optimisation – What I Did

1. Keyword & Intent Strategy

I researched long-tail keywords like:

“Skylight lighting tips”
“Lighting under a roof lantern”
“Pendant light ideas for atriums”

These keywords were added to the blog title, H1, H2s, and metadata to increase relevance and improve indexability.

*Keywird research-Problem Identification*

2. On-Page SEO Improvements

Created a clear H1-H3 structure
Wrote a new, keyword-rich meta description
Added image alt text and SEO-friendly file names
Optimised internal anchor text linking to:
- Pendant Lights
- Lighting Design Services
- Luxury Project Pages

3. UX Layout Enhancements

Used bullet points and white space to break down dense sections
Embedded relevant images near each topic
Added video embed to increase time-on-page
Added scannable subheadings and pull quotes for engagement
Optimised mobile layout with clean formatting
Repositioned content like “Thoughtful Control Systems” mid-way in the blog, using it to engage users with actionable lighting tips.
- This section, paired with imagery and bullet points, offered a UX boost by presenting complex lighting adjustments (like dimmers and circuits) in a friendly and helpful way.

Results:

After optimising the blog for SEO and UX, the page began receiving organic traffic for the first time:
110 page views and 43 active users recorded within the first month of re-launch (via GA4)
Average engagement time increased to 1 minute 59 seconds
Internal event count: 288 interactions
Blog began ranking for keywords like “skylight lighting tips”, reaching 706 impressions and a 1.13% CTR (via Google Search Console)
From a previous search position of not indexed, the blog improved to position 37.4, showing clear movement in Google SERPs
These early-stage metrics reflect positive user behaviour and a strong SEO foundation for continued traffic growth.

Reflection:

This blog taught me how deeply SEO and UX work hand-in-hand. A well-written article can easily underperform if it’s not aligned with user intent, readability, and metadata best practices. Post-optimisation, this blog became both a lead magnet and a top-ranking resource in Fritz Fryer’s content library.

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